I was walking down the grocery store aisle the other day—just aimlessly browsing for something fizzy and fun—when a sleek little can from Kin Euphorics caught my eye. It had the kind of package design that practically glows off the shelf, but what really pulled me in wasn’t the packaging.

It was the flavor name: Kin Bloom, Beaming Joy.

Not citrus. Not berry. Not even a hint at what it might actually taste like. Just Beaming Joy. And suddenly, I wasn’t just thinking about grabbing a drink—I was wondering what “Beaming Joy” felt like. That moment made me realize: beverage brands are doing something different right now. Something clever.

They're not just selling flavors anymore. They're selling feelings.

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So, Why the Shift?

Let’s be real: Lemon is lemon. You know exactly what you're getting. But La Croixs Sunshine? Now we’re talking feelings, daydreams, maybe even a curated playlist. Brands are embracing this new direction because it taps into something deeper—and way more fun—than just taste.

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Why This Works So Well

1. Feelings Over Facts

Names like Glow, Sunshine, or Cactus Chill don’t just suggest taste—they promise a whole experience. It’s not just what it is; it’s how it makes you feel.

2. Ambiguity Sparks Curiosity

When you see a drink called Solar Flirt or Midnight Berry, you can’t help but wonder: What does that even taste like? The mystery draws people in, and that curiosity boosts engagement, exploration, and repeat purchases.

3. Perfect for the Aesthetic-Obsessed Consumer

Let’s face it—posting “Drinking Mango Sparkle” doesn’t hit the same as “Poolside & sipping on Sunshine.” These emotionally charged names play beautifully across social media, where identity, lifestyle, and aesthetic matter just as much as the product itself.

4. A Storytelling Goldmine

You can only go so far with a product called Lemon. But call it Golden Hour and you’ve got a whole campaign on your hands—imagery, narrative, mood, and all.

This kind of abstract naming allows the branding, packaging, copywriting, and ad creative to all pull from the same, richly imaginative place.

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Who’s Nailing This Trend?

• La Croix is leading the charge with flavors like Beach Plum, Guava São Paulo, and yes, Sunshine. Good luck guessing the ingredients—but the names? Dreamy.
  
  
• Olipop goes the nostalgia route with flavors like Cherry Cola Remix, tapping into memory over chemistry.
  
  
• Kin Euphorics practically invented the genre with drinks like Dream Light and High Rhode, designed more for the vibe than the flavor wheel.
  
  

What This Means for Brand Builders

As fun and floaty as this trend may seem, it’s also incredibly strategic. To pull it off, brands need to:

✅ Make sure the name aligns with the overall brand personality
✅ Deliver a product experience that lives up to the emotion it promises
✅ Keep the storytelling consistent across packaging, copy, and campaigns

Done right, these flavors don’t just hydrate—they resonate.

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Final Sip of Wisdom:

Literal flavor names are like labeling a mixtape “Love Songs.”
Today’s consumers want something more like: Songs to Cry To While Driving Past Your Ex’s House at 11PM.

The same goes for beverages. People aren’t just buying what it is—they’re buying what it feels like. And in this emotionally-attuned, social-first world, that’s exactly what good branding should taste like.

People buy emotionally and justify logically.

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This Isn’t Just a Beverage Thing

The shift toward mood-first, abstract naming is happening everywhere:

• Beauty: Lipsticks aren’t just Red anymore—they’re Burnt Rose, Mood Ring, or After Hours. Brands like Glossier and Rare Beauty are building whole worlds around how products feel, not just how they look.
  
  
• Fragrance: Perfumes have taken this concept to the next level—see names like By the Fireplace (Maison Margiela), You (Glossier), or Missing Person (Phlur). These don’t just describe scent; they tell a story, stir nostalgia, or evoke intimacy.
  
  
• Fashion: Brands are releasing collections inspired by themes like Soft Chaos, Coastal Cowgirl, or Midnight Garden—anchored in aesthetics and emotional energy rather than seasons or silhouettes.
  
  
• Home & Lifestyle: Candle and paint brands have also joined the party. It’s no longer Blue—it’s Salt Air, Stormy Monday, or Library Dust. What you buy is how you want your space to feel.
  
  

This is the era of experiential branding, where people crave products that reflect their vibe, values, and vision boards. If you're a brand trying to stand out, don’t just ask “What is it?” Ask: “How does it make them feel?”

Because that’s the kind of branding that gets remembered—and shared.

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